Research On Optimization Of Shanghai Telecom’s Entity Channel System

In recent years,with the development of communication technology and the growing market demand,the three major operators of China’s telecommunications industry are moving from the traditional single product management to mobile terminal-led integration product model,the mobile terminal-lead model is transform the sales of communications products to electronic related products.Under this trend offline sales channels become the core resources for getting users.Operators need to strengthen the ability of attracting customers and selling products actively to compete the effective user purchase points.The traditional channels of the telecom industry focus on services.Operators have serious thinking in the business model and the passive service awareness is more stubborn.But active sales ability is weak.To self owned-channel,for example,too much emphasis on service area coverage and operating hall builds with office room to save cost,most of the operating hall is service-oriented with the lack of initiating and experiencing capabilities.This research takes China Telecom Co.,Ltd.Shanghai Branch(referred as Shanghai Telecom)as the research object,through the channel management theory and the analysis of Shanghai Telecom competitors,combined with the status of Shanghai Telecom entity channel,through the channel gap analysis to find the root of problems of Shanghai Telecom entity channel’s operating hall.Using the analytic hierarchy process to establish the scientific location model and combining with the economic value and risk factor evaluation method to establish high quality store location method with the channel integrated value analysis as core.Through the analysis of the specific mode of communication and information channel in Shanghai,the channel value evaluation matrix is established,and the new direction suitable for the development of new model of Shanghai Telecom entity channel is given.According to the analysis of the causes of the existing channel agent model of Shanghai Telecom,the existing channel model is repositioned and the optimization measures are put forward for the existing problems.The whole research focuses on the comprehensive value analysis of the channel and focuses on the optimization of the channel of the high-quality stores and the expansion of the regional chain channel.The aim is to establish a set of channel optimization measures which are in line with the characteristics of Shanghai Telecom and high feasibility.And through the corresponding promotion plan and safeguard measures to ensure that the entire entity channel optimization measures to effectively carry out.